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Key people at Winning By Design.
Winning By Design provides comprehensive Go-to-Market (GTM) advisory and training services, enabling B2B SaaS and tech-enabled companies to achieve predictable, scalable growth. The firm develops and implements proprietary frameworks, including SPICED and the Bowtie, to optimize sales, marketing, and customer success functions through structured methodologies. Their approach encompasses diagnostic services, operating model design, and deployment support, coupled with training programs and a Growth Institute for continuous learning and peer engagement.
Jacco van der Kooij founded Winning By Design in 2012, recognizing a critical need for scientific, repeatable revenue generation strategies within the burgeoning recurring revenue business landscape. His insight stemmed from the observation that many companies lacked a systematic approach to growth, often relying on sporadic wins rather than engineered predictability. Van der Kooij established the firm to codify and disseminate best practices for GTM architecture, transforming how businesses approach expansion and customer lifecycle management.
The company serves a diverse clientele of B2B, SaaS, and recurring-revenue organizations, spanning from early-stage growth companies to large enterprises. Winning By Design’s vision is to empower GTM leaders, including CROs, CEOs, and RevOps professionals, to build unified and efficient GTM systems. This focus aims to shift companies from reactive firefighting to proactive, data-driven growth, fostering sustainable revenue expansion and long-term organizational alignment.
Winning by Design (WbD) is a global B2B revenue consulting and training company founded in 2012, specializing in helping SaaS and recurring revenue businesses design, build, and optimize go-to-market (GTM) systems for sustainable growth.[1][2][3] It serves startups, scaleups, global enterprises, and private equity firms—including clients like Uber Eats, DocuSign, MURAL, Adobe, and Hewlett Packard Enterprise—through services spanning diagnostics, strategic design, and deployment training for sales, marketing, and customer success teams.[1][2][6] WbD's core offerings include the Revenue Architecture Guided Growth Program, GTM diagnostics, team workshops, and open-source frameworks like the SPICED methodology and Bowtie Data Model, emphasizing data-driven, customer-centric revenue operations.[2][3][5] With a fully remote team of around 100-150 employees and reported revenue of approximately $14.6 million, WbD has worked with over 600 clients across 13+ countries, delivering measurable outcomes such as 300%+ ARR growth for clients like MURAL.[2][6][7]
Winning by Design was founded in 2012 in Menlo Park (later associated with Mountain View), California, by a team of operators who had served as sales, marketing, and customer success leaders at high-growth companies.[2][3][6] Drawing from their frontline experience, the founders developed methodologies rooted in "sales as a science," focusing on recurring revenue math and process optimization to address common GTM pitfalls like stalled growth and misaligned teams.[3][5] Early traction came from applying these insights to help hundreds of SaaS organizations, evolving into a fully remote, owner-operated firm committed to an open-source philosophy—publishing frameworks like SPICED and Bowtie freely to amplify impact beyond direct clients.[2][3] Pivotal moments include partnerships like with Pavilion for standardized revenue growth training and launching tools like the AI SDR "Jack" for pipeline efficiency, solidifying WbD's role as a practitioner-turned-thought-leader.[2][7]
WbD stands out in the crowded revenue consulting space through operator-led, science-backed approaches and a commitment to scalability:
WbD rides the wave of recurring revenue optimization in SaaS and subscription economies, where traditional funnels fail amid lengthening sales cycles and retention pressures.[2][5] Its timing aligns with post-pandemic shifts to remote GTM, AI-augmented selling, and data unification—addressing market forces like economic volatility and the need for predictable ARR growth in a high-interest-rate environment.[3][7] By open-sourcing frameworks adopted by hundreds of public SaaS firms, WbD influences the ecosystem as a standard-setter, much like how Gainsight shaped customer success; it equips founders and execs with "Revenue Factory" blueprints, accelerating startup scaling and enterprise transformation.[1][2][7]
WbD is poised to expand its AI-driven offerings, like the "Jack" SDR, integrating with tools such as Clay for automated pipeline hygiene amid rising demand for efficient GTM in a maturing SaaS market.[7] Trends like agentic AI, unified customer data platforms, and global remote teams will amplify its remote-first model, potentially growing client base beyond 1,000 as economic recovery boosts scaling investments. Its influence may evolve from consultant to ecosystem orchestrator, powering more 300% ARR stories—reinforcing its origin as operator wisdom distilled into scalable science for enduring revenue architecture.[2][3][7]
Key people at Winning By Design.
